Nation BrandingJörg Dietzel

March 8, 2013

3

4

Tourism

5

Investments

Tourism

6

Investments

Tourism

Talent

7

Investments

Tourism

Support

Talent

8

Differentiated

9

Differentiated

Relevant

10

Credible

Differentiated

Relevant

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

Differentiated: Filipino Spirit

33

Differentiated: Filipino Spirit

Relevant: People-related

34

Differentiated: Filipino Spirit

Relevant: People-related

Credible: not perfect

35

Adaptable: Spoofs

Differentiated: Filipino Spirit

Relevant: People-related

Credible: not perfect

36

37

38

39

- +

40

- +

Poverty

41

- +

PovertyInfrastructure

42

- +

PovertyInfrastructure

Government

43

- +

PovertyInfrastructure

Government Economy

44

- +

PovertyInfrastructure

Government Economy

Location

45

- +

PovertyInfrastructure

Government Economy

Nature

Location

46

- +

PovertyInfrastructure

Government Economy

Nature

Location

People

47

- +

PovertyInfrastructure

Government Economy

Nature

Location

Spirit

People

48

- +

PovertyInfrastructure

Government Economy

Nature

Location

Spirit

English

People

Brand Messages

50

Marketing to the World

PinoyPeople

51

52

53

Marketing to the Philippines

PinoyPride

54

55

56

branding tips

1. do your homework

2. branding > logo

3. be consistent

4. look at all touchpoints

5. before you look outside, look inside

6. think about communication

7. be responsible

8. be a hero